Marketing Real People, Real Choices

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Real people, real choices#x13;give students a real feel for marketing. #xA0; Marketing: Real People, Real Choicesis the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. #xA0; The seventh edition includes more information on marketing metrics, today#x19;s new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.

Part 1: Make Marketing Value Decisions

Chapter 1. Welcome to the World of Marketing: Create and Deliver Value